Willingness to pay higher prices for green products in Germany 2016-2019

As of 2019, 7.75 million Germans fully agreed that they would be willing to spend more money on an environmentally friendly product, while the number of those who only mostly, somewhat or hardly agreed, perhaps wishing to be certain whether an eco-friendly label was validated, was still higher.

Do no harm

Environmentally friendly, or eco-friendly products are manufactured in a way which doesn’t leave a harmful impact on the environment. The range of environmental damage is obviously as extensive as the measures corresponding to its control. Examples include reducing parts of the production process which ultimately contribute to air and water pollution, deforestation and waste. A rising number of German consumers agreed on the importance of buying products from companies that acted socially and ecologically responsible.

Germany still has work to do

Making shopping decisions like those mentioned above is part of a bigger picture that will remain discussed for years to come. Specifically Germany ranked first in deaths related to air pollution in the EU, followed by Italy and Poland. Germany is also one of the biggest exporters of plastic in the world.

Level of agreement towards the statement "I am willing to spend more on a product if it is environmentally friendly" in Germany from 2016 to 2019

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Release date

November 2019



Survey time period

2016 to 2019

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2015: 23,090 respondents, projected base of 69.24 million persons
2016: 23,102 respondents, projected base of 69.56 million persons
2017: 23,106 respondents, projected base of 70.09 million persons
2018: 23,086 respondents, projected base of 70.45 million persons

The figures refer to the following studies:
2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019

You can find more information on the methodology of the study here.

Figures have been rounded for easier understanding.

The original German statement was phrased as follows: "Für umweltfreundliche Produkte bin ich bereit, mehr auszugeben."

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Statistics on "Shopping behavior trends in Germany"

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